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Trend Observer uncovers today’s trends and predicts their evolution into the future.
The analysis is based on interviews with both trend-setting consumers and societal experts in 6 markets:
The international fieldwork allows the study to detail the evolution and expression of global trends, as well as their manifestation at the local level.
The study is conducted annually. CANADA USA FRANCE UK SWEDEN JAPAN
What motivates consumers today?
What consumer trends should we prepare for in a post-crisis world?
Trendsetters reveal how to motivate consumers today. Cutting edge experts reveal how trends will evolve in the future. Interviews with young “trailblazers” Interviews with cutting edge experts Role models for their peers. They thrive on adopting and living all that is new and cutting edge Social leaders with their fingers on the pulse of society. They analyse where their society is now, and where it’s headed in the future
Traces the development of trends from before the current recession, revealing their development and evolution into the current recessionary period.
The trends are each described in detail in terms of how they are manifested globally and locally, and whether they are strengthening or weakening over time.
Takes the possibilities presented by current trends and technologies one step further.
Reveals how trends, coupled with the latest technologies, are changing the way consumers view several of the pillars of our society, including the economy, community, self-image, and space.
The final section of the study discusses the implications of the trends for brands both in the short-term, and as we move into a post-recession world.
I. Trend Tracking: Trends tested by the crisis some strengthen some emerge some decline some make a comeback
"Green" partners Active consumer I am independent I have impact Everyday spirituality Time tested End of Supersize EMERGING STRENGTHENING WEAKENING COMING BACK I lead the way Reboot Bring the Bling Reluctant ostentation Little luxuries Response-Ability Connected @ home Consume differently New communities Essential Matters Me and mine first Quality sense I experiment I question I. Trend Tracking (continued)
III. Recommendations: Consumers are not questioning the idea of consumption, but rather its current form. Be green Be High-Tech Be social Be Quality